Are you a new business getting ready to launch into the world, or already established looking for a refresh? Either way, if you reach the mindset of "It's only a logo, we can put one together quick and save the money for elsewhere in the business" - please think again and take a few minutes to read this article.
Your logo is one of the first things a potential customer or client will likely see and interact with. It could be on your website, a business card or social media. Jay Danzi, a brand strategist and author once said:
"Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark."
When customers see that 'smile' - you want the perfect first impression set. As really, this is only the start of their journey with you. If you're looking for more information on the importance of branding, you should head over and read: Branding - why consistency is key.
Professional logo design vs DIY.
There are several DIY logo tools and cheaper online services out there, but what are the differences between these and a professional design service provided by an agency?
For your logo to set that right impression every time, it needs to be a true reflection of your business. If your logo is designed right the first time, there will be no need to change it. Yes, design trends change over the decades but this shouldn't influence your logo. Remember - design is a trend, your logo is not.
Your logo designer needs to fully understand your business before being in a position to visualise anything. Sure, you can fill out a few questions and tick a few boxes to tell them, but is that really a good enough insight? It's impersonal. Instead, you should be having conversations. Having an open and honest conversation about what the business does, why it started, who you're targeting and where you'd like it to be in 10 years may not all directly influence your logo design, but combined, it will ensure your designer fully understands and is connected with what you do. And the outcome of that - is a much stronger chance that your logo is a true, timeless reflection of your business.
Perspective and clarity.
It's amazing what a fresh set of eyes and perspective can bring to the table. You may think you have everything covered when it comes to your new logo, but that initial conversation with your designer may bring up questions that you've not previously been asked. Their experience may force you to think about things in a different, more inclusive way. All furthering your chances of a better logo design for your business.
Less is more.
Perhaps one of the hardest parts of design is knowing when to stop and sometimes, less is definitely more. If you're creating your own logo, you'll likely have multiple ideas that results in a logo with no direction, because it's trying to combine all your ideas. This is where a good designer will be able to strip back your ideas to their core and create one, cohesive logo.
Although both important, there is more to logo design than choosing the fonts and colours. A good designer will always be considering the following:
- Black and white: your logo concepts should start off in back and white before introducing any colour. This ensures the focus is on the core elements working together in their minimum state. Only once this is achieved, should you move on to colour theory.
- Versatility: where is your logo going to be used? Does your logo design successfully scale from a business card to a billboard without compromising any of the elements? Because it should. Your logo should be designed in a way that will look great no matter where it's placed.
- Formats: again thinking ahead, to what possible file formats you'll need your logo in.
The clear winner...
If you're looking for a logo that has been designed with your business and audience constantly in mind, then a design agency is the way to go. Take the time to have conversations and explore options - rely on the knowledge and skill of experts in this field to guide you through the process.
Logo design from £500+VAT
If you're reading this and understanding everything we've said, then GEL Studios is here to help! Our logos start from £500+VAT and you can see how we go about things over on our logo design page.